Marketing Matters!The theory and reality of marketing
Presenters:
Pat Cavill
Wendy NewmanOLA, Feb 5, 2005
What is Public Relations?What is Public Relations?
Getting the library’s message across...
This is who we are and what we do, this is when and where we do it and for whom...
What is Marketing? What is Marketing?
finding out what the customer needs...
who are you, and what do you need, how, where and when can we best deliver it to you [and what are you willing to pay?]
What is Marketing?What is Marketing?
The social and managerial process by which individuals and groups obtain what they need through creating and exchanging products and value with others.Peter Drucker
Finding out what the customer (client, patron, user) wants and needs and changing when necessary to meet those needs.
Pat Cavill
What is Marketing?What is Marketing?
What is Advocacy? What is Advocacy?
marketing an issue... support and awareness are built incrementally and sustained over time... your agenda will be greatly assisted by what we have to offer...
Key Behavioural ChangeKey Behavioural Change
Key Behavioural ChangeKey Behavioural Change
Mi-mi-m
i-mi
Ewe,ewe,ewe,ewe
Library users tell us of:Library users tell us of:
the need for the librarian as a gateway and navigator to the increasingly overwhelming world of information and knowledge.
the need for the library as a public place for browsing and for intellectual discourse.
the need for the electronic delivery of full text information and graphics to the user’s desktop - yesterday!
Research resultsResearch results
Research in public libraries tells us that users are consistently more supportive of libraries, librarians and library funding than decision makers.
PositioningPositioning
Positioning is defined as “the battle for the mind”.
positioning starts with a product: a piece of merchandise, a service, a company, an institution…
then you position the product/service in the mind of the “consumer”
PositioningPositioning
Do not create something new and different, but change someone’s perception based on what’s already in their mind; re-make the connections that are already there.
PositioningPositioning
Ries, Al and Jack Trout Positioning: The battle for your mind. Warner
Books, 1986.…how to be seen and heard in the
overcrowded marketplace.
Brief Marketing HistoryBrief Marketing History
Industrial Revolution Production
orientation Selling orientation Modern marketing
Common Misconceptions about Marketing
Common Misconceptions about Marketing
That we are “above” selling.
That it is too expensive. That it is an invasion of
privacy. That it is manipulative.
Common Misconceptions about Marketing
Common Misconceptions about Marketing
That marketing is synonymous with promotion, advertising, public relations and advocacy
That marketing is a verb: “need to market the library better”
In fact, what the library needs to do is “position itself better in its marketplace”
A common truth about marketing and libraries:
Some of this takes me out of my comfort zone!
Product
Price
Place
Promotion People
•Politicians
•Public Policy
The Marketing MixThe Marketing Mix
Product/ServiceProduct/Service
the right one for the target always more than a physical entity
(benefit package) product life cycle
• introduction• growth • maturity• decline
PricePrice
getting it right competition customer
reaction psychic cost
PlacePlace
reaching the target through a channel of distribution
getting the product to the consumer
PromotionPromotion
telling the customer
• promotional materials
• personal “selling”
• media mix
PeoplePeoplePeople
Your most important target group is often the smallest in number and thus potentially the easiest to reach.
largest
smallest
The Essence of MarketingThe Essence of Marketing
The customer (client, user, patron) first, last and always!
form/function time place ease of possession
What customers most valueWhat customers most value
Benefits of MarketingBenefits of Marketing
Measuring and satisfying
customer needs = greater level
of customer satisfaction
Benefits of Marketing Benefits of Marketing
The library will attract a variety of resources, traditional and non-traditional.
Benefits of MarketingBenefits of Marketing
Libraries will:• be more knowledgeable
about their users’ needs• develop their own market
niche• drop services which no
longer have a competitive advantage
Benefits of MarketingBenefits of Marketing
Libraries will:• develop new services in
response to community need• become better at service delivery• more creative in funding their
activities• be perceived as critical to the
future in the Information Age.
People do things for their reasons, not
yours.
People pay attention to the things that they
love and value.
Tell people what they need to know, not what you want them to hear...
Spend your time on something that works, not your money on something
that doesn’t…in other words, plan!